Why You Need To Work With Influencers That Have Instagram Business Or Creator Accounts

There are a lot of considerations to take into account when selecting influencers for a campaign: budget, demographics, following, content style, and so on. But there is one additional consideration that you should take into account when vetting potential influencer partners: do they have an Instagram Business or Creator account?

A professional Instagram account provides several key benefits, both for the influencers with said accounts and for brands looking to partner with them. 

Here are the key reasons why you should partner with influencers who have a professional account:

Gain Access To Advanced Metrics

Influencers with Instagram Business or Creator accounts will have access to detailed analytics on their posts. They can view breakdowns on how users engage with their content and how the post is being discovered across Instagram, as well as metrics on demographics and overall account performance. 

When you partner with an influencer, include a note in your partnership agreement so that you can view these backend analytics. You can also invest in an analytical tool that provides access to this data, but again, influencers will need a professional account for those metrics to be visible. 

Need a more detailed breakdown on Instagram post analytics? Check out our blog post here.

Use the Official Partnership Transparency Tool

Transparent partnerships are essential for creating audience trust and should be a top priority for both brands and influencer partners. In order to improve the clear identification of sponsored content, Instagram introduced the Paid Partnership Tool. This allows influencers to add a special tag to their post that clearly indicates that it was paid for by a brand. Influencers with Business or Creator accounts can add these tags to branded content with your brand account’s approval. 

Strategically Amplify Content Via Whitelisting

The ability to promote posts and stories on Instagram is a huge draw for brands, and partnering with influencers with Business or Creator accounts increases the ways in which content can be promoted. 

Boosting content is exactly what it sounds like: putting budget behind an existing post and “boosting” its viewership to expanded audiences, including an account’s own audience

Whitelisting allows brands to strategically amplify an influencer’s content on Instagram and Facebook and target specific audiences. Unlike boosted posts, whitelisted content does not have to appear in an influencer’s own feed, but does always appear to targeted audiences. Whitelisting gives brands larger control on how the promoted content is shared, as they can add specific “call to action” buttons like “Shop Now” or “Learn More” and can tailor captions and images to fit their marketing needs. 

Allow Influencers to Tag Your Products in Their Post

In 2019 Instagram unveiled a new feature called Instagram Shopping that allows e-commerce businesses to tag shoppable products directly on Instagram posts and stories. Does your brand utilizing Instagram Shopping? If so, you have the ability to partner with Instagram Creator accounts and allow them to tag shoppable items on their accounts. If you track link clicks and sales conversions as a priority of influencer campaigns, you can capitalize on this partnership ability by activating Creator accounts. 

Note: At this time, only users with Creator accounts can add shoppable tags from other brands to their posts.